Your website has a purpose & pulse.Is it healthy? How can you know?
● Every product, be it a website, web-app or a mobile website, has a conversion goals.
● It’s health is determined by how frequently and efficiently it fulfills its goals.
● Its conversion goals are dictated by you. They could be a user:o signing up for a newslettero creating a free accounto or making a purchase
● Is your website healthy?
Data Diagnostics
CRO Analytics● Which pages are
converting?● Which pages aren’t?● Which pages help me
achieve my conversion goals?
Usability Testing● Why are the pages
that aren’t working, not working?
● What do I need to do to get these pages to achieve my conversion goals?
Putting The MethodologyTo The Test
We looked into the conversions and usability of Crown Bees.
Here are our findings...
What to Fix & Where to Send Website Visitors
PayboardConversion Automation
Matt DyorFounder & CEO
Former Managing Director for Microsoft Accelerator
powered by Techstars.
About CrownBees• Niche-commerce• 10,000 Visitors/month• 6% of their visitors
“convert” (visit the checkout page)
• Goal: get more visitors to convert without compromising the experience
Data & Design-Driven CRO*
1. Figure Out What is Working + Get More People to Do This
2. Figure Out What is Broken+ Understand Why & Fix It
*CRO: Conversion Rate Optimization
Get More People Doing What Works• Drive Traffic to Successful Landing Pages
• Buy Ads (twitter, adwords)• Guest Post (growingagreenerworld.com)• SEO (Bing and Google bring high-converting
traffic)• Content Marketing
• Direct Traffic to High-Converting Pages• Top-navigation updates• Embedded, contextually relevant CTAs
Let’s Get to Why• Shop for Mason Bees
(internal) CR: 42%• Learn Mason Bees (landing)
CR: 1.8%• Why? Let’s Ask Some Visitors
Usability Testing
Crown Bees had two conversion goals:
1. Helping people learn about Bees.2. Having people buy Bees from their site.
Constructing a Usability Test
● Created a structured user-flow that took users through the part of the design that we were trying to diagnose.
● We had users learn about Crown Bees’ offerings and then attempt to buy the bees.● We made sure the tasks did not lead the
witness● We made the tasks goal oriented as
opposed to process oriented, to tap into ocurrent user intuition.
Findings
User Quote: "It's telling me what I need at the
beginning of the season, at the end of the season.. That's pretty good information right there. This does look pretty simple."
Conversion Goal Met:Helping people learn about Bees.
Findings
User Quote: “Can I order the bees here?”
Conversion Goal Not Met:Having people buy Bees from their site.
Conclusions & Recommendations
Conclusions:● The disparity in conversions was caused
by users unable to buy bees from the page they learn about them.
Recommendations:● Allow users to add the bees to their cart
on the same page they learn about them.
What to Expect with D+D CRO?• 5% Improvements Are Awesome
• Sometimes you get bigger wins, but don’t believe the hype about consistent 2x improvements.
• You will be wrong. A Lot. • Failure is OK, as long as you are learning.
• No magic bullets. • If it was easy, somebody else would already be
doing it.
Takeaways● Both types of data aren’t without their
limitations.● Usability testing is necessary to circumvent
the creator’s blindspot.● The test videos are great evidence to
convince decision makers/clients/product managers to pull the trigger.
● The process is Iterative.● It is important to re-check if the design
decisions you made are having the impact you wanted.
Top Related